The Value of Tourism to Reading

14th March 2025

English Tourism Week | 14 - 23 March

While the tourism sector might go slightly under the radar in a town with a large population of global businesses, the visitor economy in Reading supports over 6700 jobs and brings £310 million into the local economy. Businesses working in the visitor economy in Reading range from international hotel chains to family-run river boat operators, independent shops to well-known restaurant brands, unique museums, one-man band walking tour guides and large conference centres.

From 14 - 23 March, Reading will be joining in with English Tourism Week, the annual week dedicated to celebrating England’s tourism industry and highlighting tourism’s importance to local communities and economies.

Nearly 7 million trips are made every year to Reading with the vast majority being day visits. But don’t discount the value of the half a million overnight stays a year which contribute £121 million into the local economy. Once you take multiplier effects into account, the overall tourism spend annually in Reading is almost £400 million, which supports the jobs of almost 6% of the population.

Image: Reading Roseate

What are people here for? Well, the majority of people staying overnight (63%) are here for leisure or holiday purposes, compared to 23% for business and 11% visiting friends or family. Through Visit Reading, we are developing a profile as a great heritage, shopping and waterways destination.

With spring upon us and the Easter break just ahead English Tourism week offers an opportunity to shine a spotlight on the outstanding tourism offer here on our doorstep in Reading. A highlight of 2025 in Reading will be the opening of Jane Austen’s schoolroom along with a diverse Jane Austen programme of events. Reading is a key venue in the national celebrations of Jane Austen 250 this year – vying with Bath and Hampshire for a share of Jane Austen visitors. Visits to the schoolroom start on 5 April and run throughout the year.

Image: Reading Museum

The third Reading Walks Festival will have over 50 walks showcasing the wonderful heritage, natural landscapes and stories that have shaped Reading. And at the end of English Tourism Week, Reading is hosting over 50 travel journalists who will be attending the Great West Way Media Discovery event here – we know they will leave surprised by what they see.

English Tourism Week is a rallying cry to really encourage everyone to explore England in springtime and throughout the summer but also to champion the great tourism businesses based here. Reading has so much to offer and our tourism businesses are gearing up for a great year. Get out and Visit Reading!